Audience measurement

Consumer & Audience Targeting

Reputation, PR monitoring and evaluation

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F1 Season comparison - British Grand Prix

The recent British Grand Prix provided an electrifying race full of drama, with Lewis Hamilton's dramatic crash and subsequent nail-biting recovery.

Using Kantar Social TV Ratings (KSTR) data, our comparative series looks back at the social engagement during the 2017 season and how that compares to this season’s equivalent.

When we compare the total amount of tweets this year to 2017, there has been a slight increase of just over 10% in tweets and unique authors. This uplift in tweets and authors resulted in a higher number in impressions and is a sign of F1 being engaged more on social media by their audience.

Strangely, despite the increase in tweets for the British Grand Prix this year, there has been a huge decrease in the amount of people tweeting from the UK. On the other hand, as we only focus on the top 5 countries this means that F1 fans in other countries are tweeting more which is a good thing. The only difference in this year’s table is the entry of the United States in the top 5 at the expense of Netherlands who dropped out of the top 5 from 2017.

Even though the top hashtag is still #britishgp, it has seen a lower amount of uses this year compared to last year, which is surprising considering the amount of tweets have increased. #f1 has received an uplift in tags this year which could mean people are using the general F1 tag instead of the race specific version. Vettel’s hashtag saw an increase, which is due to him winning this year’s race. Kimi Raikkonen appears in the top 5 list in 2018, likely caused by his controversial crash in the first lap.

The accounts mentioned are identical for both 2017 and 2018 races, which is rare. The only difference is the order in which they appear in the top 5, with @scuderiaferrari leapfrogging Lewis Hamilton and Mercedes. This is likely due to Ferrari being represented by 2 of the 3 podium places and being at the centre of accusations by Hamilton and Mercedes.

The 2018 British Grand Prix supplied us with excitement, drama, and good and questionable racing. The crash in the first lap could have been avoidable in the eyes of most, and cost Lewis Hamilton an impressive record at Silverstone. On the other hand, the admirable recovery from Hamilton to still finish second sparked an improvement in engagement compared to last year and adds to the increased engagement we have seen in many races this season compared to 2017. Can this continue? Keep an eye on our blog to find out. Next up…Germany.